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Increasing Conversions Through Action-Oriented Copywriting
I do site reviews. Needless to say, I see a lot of Web copy. One thing that always befuddles me is the lack of focus many site pages have. It's as if the writer assumes the site visitor will read the copy and automatically know what to do next. The fact is you have to know what action you want visitors to take before you get them to take that action. That means knowing what the preferred action you want visitors to take is, before you write the copy. Think About It Before you pen one word (for the Web or any other marketing medium), stop and think. "After reading this copy, what - specifically - do I want my site visitors to do?" Maybe you want them to click deeper into the site. Perhaps you want them to buy right then and there. It could be that you'd like them to call to discuss your product or service. Make a donation. Subscribe. Download. There are thousands of possible actions. Give some consideration to the question above and choose the action you most want your visitors to take. Signposts Point the Way The next step is to include signposts along the way so your visitors understand what they're supposed to do once they've read your copy. Leaving verbal clues helps prepare your visitors to take action once the time comes. For instance, if you run a software site that offers a free trial download, you can prepare your visitors to get the trial version all throughout your copy by mentioning "free download" or "free trial." Your copy might read: Email Lock software allows you to send emails and attachments securely through encrypted channels. With the free download, you'll discover just how easy it is to protect your messages and attachments from spying eyes. It's ultra-easy to use. You'll send emails just as you always have, and your recipients won't know anything has changed, either. The free trial version is fully functional and allows you to experience all the flexibility and simplicity of sending safe and encrypted emails and attachments. What's happening as your site visitors read? They see phrases like, "With the free download, you'll discover?" OK, where's the download button? Then they read, "The free trial version is fully functional?" Wonderful! I want it! How do I download the free trial? They begin looking for ways to take the action you want them to take. So tell them how! Ready? And? Action! Your job is just like a movie director's job. The director has to motivate and encourage his actors. He tells them why their characters are so important to the film. The director helps the actors understand the emotions involved with the parts they are playing. Then, once he has them all primed, he calls for action. That's what you should do in your copy. Guide your visitors. Lead and nudge them in the right direction. Show them signposts that point to the action you want them to take. Then call for them to take that action. Once you give your copy focus, once you define a goal for the copy and an action for your visitors, you'll find it easier to write copy that converts. © 2005 Karon Thackston is a veteran copywriting pro who specializes in SEO copy. If your copy isn't getting results, let Karon teach you how to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest ebook "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword
MORE RESOURCES:  Yahoo! News Search Results for website design Yahoo! News Search Results for website design • Website sells Shariah-approved sex aids to Muslims The El Asira home page is a discreet design with two simple links for men and women. The only clue to its content are the small blue and pink hearts at the top of the page. • New Web Design For Miller's Buggy Line Tours Digital Hill announces the launch of a new web design for Miller's Buggy Line Tours of Shipshewana, Indiana. This new website for the Shipshewana area business includes a photo gallery, and a CMS editor allowing for easy content editing and creation of both main and sub categories. The new web design gives Miller's Buggy Line Tours the website control they need to easily manage their website and ... • Website Provides New Access to Denville?s North Jersey Design Center for Impl... Cosmetic Dentists Daniel Orellana, DDS and William Johnson, DDS have provided North Jersey residents new access to their state of the art offices with the launch of their new website designed by Roadside Multimedia. • Avery Graphics Design 66 Challenge Contest Winners Announced Painesville, OH Three designs have crossed the finish line and are in the winners circle of the Avery Graphics Design 66 Challenge. Salute the Soldiers by Daniel Wayne Logue was selected as the winning design, chosen by NASCAR Nationwide Series driver Steve Wallace, the Rusty Wallace Racing team and sponsor 5-Hour Energy. More than 120 entries from across the United States and Canada were ... • Tampa Web Development Firm Bayshore Solutions Launches the Flatwoods Consulti... Bayshore Solutions is proud to announce the launch of the Flatwoods Consulting Group Inc. (Flatwoods) website. The Tampa Web design for the ecology and environmental consulting firm website is based on natural photo images and colors portraying a modern look and consistent branding message. |
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